Review of Heron Preston for Calvin Klein Spring 2021 Ad Campaign by Creative Director Cedric Murac with Photographer Renell Medrano, Director Rubberband with Ashley Graham, Jordan Alexander, Kaia Gerber, Heron Preston, Lil Uzi Vert, Nas, Pedro Cavaliere, Stevie Williams, Sabrina Fuentes, & Joe Holder
Heron Preston collaborates with Calvin Klein on a special capsule that reconsiders what is most essential for the brand. The collection is celebrated in a campaign with photography by Renell Medrano, which highlights values of simplicity, creativity, and personal style.
The collection and its campaign channel Calvin Klein’s classic raw and youthful energy through Preston’s contemporary utility and streetwear-infused vision. The updated staples of underwear, T-shirts, and denim are captured on a star-studded cast led by Nas, Kaia Gerber, and Lil Uzi Vert.
This goes beyond just a normal collaboration. I call it a collaboration 2.0., as the work we did, and how we did it, goes beyond just product design and placement. We tried to reshape and develop a new business language, while still fully embracing and respecting Calvin Klein’s culture, experience and history.
— Heron Preston
With their air of casual intimacy, Medrano’s photographs recall CK’s classic 90’s-era ads. But the interiors and the attitudes of the contemporary cast – many of whom have connections to Preston from his history in the world of hip hop – feel more organic and personal. The accompanying short film gives us a surreally documentarian glimpse into the making of the campaign, giving us exciting yet fragmented glimpses at the personalities of its stars and the conversational creative process.
The thoughtfully collaborative spirit of the campaign indicates that Calvin Klein is learning to recognize the best parts of their past as they move into the future. The campaign summons the intimate energy of the (in)famous Kate Moss “Obsession” campaign without its subtext of emotional exploitation. The decision to collaborate with Heron Preston shows they have learned from their last collaboration with Raf Simons, whose idiosyncratic style many fans thought betrayed the simplicity of Calvin Klein’s image. With this campaign, Calvin Klein and Heron Preston clear out the clutter of the of the past in order to focus on what is essential and make room for an exciting future.
Heron Preston Creative Director | Heron Preston Calvin Klein Creative Director | Cedric Murac Director | Rubberband Photographer | Renell Medrano Talents | Ashley Graham, Jordan Alexander, Kaia Gerber, Heron Preston, Lil Uzi Vert, Nas, Pedro Cavaliere, Stevie Williams, Sabrina Fuentes, & Joe Holder Stylist | Alastair McKimm
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